Assignment II

MARKETING MANAGEMENT-II
Prof. Rohit Varman

Group: Section C Group 7 Ganesa Kumar KV Happy Saini Harshit Krishna Himanshu Kumar Himanshu Meena Ishwar Devdutta Saxena J Deepak Jones Arunraj J Karan Arora

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Assignment II Marketing Management -II PRIMARY QUESTIONNAIRE

Research Objective: The objective of this questionnaire is to identify the changes and the reasons for changes in the retailing industry of India. The outputs from data analysis of this survey shall be used as indicative of the way big FMCG retailing businesses are adapting to these changes. These results shall be used as preliminary inputs in conducting an in depth Qualitative Research through interviews etc. Interview Method: This questionnaire is meant for face-to-face interviews with store managers or similar level staff to record responses of these managers of large retail stores which specialise in Fast Moving Consumer Goods (FMCGs). Examples are Spencers retail, Big Apple, 6-ten, Food Bazaar, etc. Information Areas: This questionnaire will look into the changes in retail sector and associated factors like need inventory management, customer relationship management, better branding or marketing etc. Changes: Changes in retail infrastructure, inventory management, changes in marketing, branding, customer relations, technology used etc. Reasons for changes: Change in consumer buying behaviour and lifestyle, increase in purchasing power, change in technology, increasing competition (other retailers, suppliers & due to products), pattern of seasonal changes.

For official use City of survey: Delhi / Kolkata / Mumbai / Chennai Survey conducted by: Duration of interview: 1. 2. 3. 4. Name of the Respondent: Contact number: Designation (only managerial level eligible): Experience in years in this profession: Interview no: Date:

< 1 (ineligible for the study)

Please Tick 5. Name of the store: 6. Address of the store:

1 - 2 (rephrase questions to include only 1year period)

2-5

>5

#PFPs : spices, coo king oil , rea dy to eat food, confection ary *Cleansing Products : laundry , dishwashing, f loor and sanitary ware cleaners

Introduction:

Assignment II Marketing Management -II

Good morning/afternoon/evening Sir/Madam. My name is ____________. I am a student from IIM Calcutta and am doing my project on the factors leading to changes in retailing in India and how businesses adapt to these processes. This survey is only for academic purposes. Could you please spare some time to answer my questions? Thank You!

Questions to gauge changes that have occurred in the retailing structure 1. We will now start with the interview. Lets begin with the size of the store. Can you tell me the square footage of your store? Please tell me the number of full-time employees at your store? Can you also tell me which are the major productcategories sold at your store?

2. 3.

a. Cosmetics and Toiletries Yes / No

b. Fruits and Vegetabl es Yes / No

c. Packed Food # Products Yes / No

d. Cleansing Products* Yes / No

e. Grains

f. Others (Please Specify)

Yes / No d. Others (Please Specify)

4.

Please tell me whether or not the following facilities are available in your store?

a. Home Delivery Yes / No

b. Air Conditioned Yes / No a. (Less than 50 lakhs)

c. Return and Exchange Policy Yes / No

d. Power Backup Yes / No

5.

What was your stores annual sales revenue in INR

b. (50 lakhs - 1 crore)

c. (1 crore 5 crore)

d. (5 crore 10 crore)

e. (Greater than 10 crore)

a. b. 6. a. b. 7.

for last year? for last to last year? What has been your average daily sales revenue in INR during lean season? during peak season? Can you please tell us about the average daily footfall in your store

Please mention approximate figures

a. Less than 100

b. 100 - 200

c. 200 - 500

d. 500 - 1000

e. Greater than 1000

during lean season? during peak season? 8. Have you introduced changes in retail infrastructure over the last 2 years in Tick under the rating for the significance of change in each department

1 (negligible change)

2 (small change)

3 (moderate change)

4 (large change)

5 ( very large change)

Assignment II Marketing Management -II

a. b. c. d. e. f. g. h. 9. Store layout? Billing system? In-store announcements? Staff placement? Product stacking? New hires? Size of store? Others (please specify)? Have you introduced any changes in terms of product assortment in terms of the following? different SKUs offered Please tick

a.

Towards larger sizes

Towards smaller sizes

Towards medium sizes

b.

variants of each product offered

Towards more variants

Towards lesser variants

Depends on product categories/ mixed

c.

different brands of a similar product offered

Towards premium brand

Towards cheaper brands

Towards better quality

Towards lesser quality

Towards more popular brands

Towards less popular brands

d.

different types of products offered

Cosmetics and Toiletries

Fruits and Vegetables

Packed Food # Products

Cleansing Products*

Grains

10. In last 2 years could you please tell me if there have been changes in the following? a. Warehouse capacity b. Inventory turnover frequency c. Use of improved supply chain mechanisms d. Changes in location of warehouses (for economic benefits etc.) e. Changes in transportation (for economic benefits etc.) 11. In the last 2 years have there been changes in terms of technology (tick all that are applicable) If yes, please specify

Increase

Decrease

Negligible change

Yes / No Yes / No

Introduction of a website

Introduction in inventory management systems (RFID/ MRP/ Bar codes etc.) whether any changes introduced

Introduction in ERP software (Billing/ HR / Sales management etc.)

whether updated

whether any changes introduced

Assignment II Marketing Management -II

12. What amount of changes have you introduced in your retail store expenditure in last 1 year on a. b. c. d. e. f. g. h. advertising? direct discounts? discount coupons? promotional bundling offers? membership / benefit cards? event sponsoring? promotional events? sweepstakes?
#PFPs : spices, coo king oil , rea dy to eat food, confection ary *Cleansing Products : laundry , dishwashing, floor and sanitary ware cleaners

Rate on a scale of -2 to +2 +2 (Increase of 50% or more) +1 (Increase less than 50%) 0 (negligible change) -1 (Increase less than 50%) -2 (Increase of 50% or more)

Continued: Questions to gauge reasons for changes that have occurred in the retailing structure 13. Can you please tell us about your targeted consumer segments? a. Like which age groups do you target most? b. Which SECs (SocioEconomic class) do you target most? Let me give you some options.. c. Do you target modernist or traditionalist or both? Rank the group categories in the order that they are targeted by your retail concern, 1 being the highest priority and decreasing thereon <12 A1 12-20 A2 B1 21-35 35-50 B2 C >50 D

Modernist

Traditionalist

Both

14. Please tell me how much do you agree or disagree with the following statements, which refer to why customers prefer your store over small provision stores.

Please tick based on the extent of agreement with the given statements 1 (strongly agree) 2 (agree) 3 (not sure) 4 (disagree ) 5 (strongly disagree)

a. b. c. d. e. f.

Customers are attracted to your store because they can save more time Customers come to your store due to monetary savings Customers prefer your store over small shops because of more product availability Customers are attracted to your store due to comfort and ambience Customers are attracted to your store because they get professional customer support Customers are attracted to your store due to availability of many brands

g.

Customers come to your store because of its location

Assignment II Marketing Management -II

15. Please rank the reasons below in the order of their importance for adopting new technology in inventory management a. b. c. d. Reducing pilferage Minimising inventory costs Tracking product sales Increasing product availability

Rank the factors based on their importance in leading to more technology adoption 1 2 3 4 (most (quite (significant) (least significant) significant) significant)

16. Please rank the reasons below in the order of their importance as a source of competition a. b. c. d. Other big retailers Small retailing concerns Competition for supplies e-retailers

Rank the significance of the source of competition 1 (most significant) 2 (quite significant) 3 (significant) 4 (least significant)

THANK RESPONDENT AND TERMINATE INTERVIEW